CHAPTER 15

Question 1

It’s important to look beyond the _______ to the elements in the marketing ________ that can directly or indirectly affect a marketer’s strategy.

Answer 1

product, environment

Question 2

It is vital that a marketer not only have _______ of these forces ( forces in the immediate environment and the external environment that can create threats or opportunities for companies) to respond to them but to also _______ research them and strategize.

Answer 2

awareness, proactively

Question 3

What should a marketer proactively research?

Answer 3

forces in the immediate environment and the external environment that can create threats or opportunities for companies

Question 4

What two types of forces can create threats or opportunities for companies?

Answer 4

forces in the immediate environment and external environment

Question 5

forces in the immediate environment and the external environment that can create ________ or _________ for companies

Answer 5

threats, opportunities

Question 6

Those marketers who have a proactive ______ can gain a competitive advantage.

Answer 6

strategy

Question 7

Why should marketers have a proactive strategy?

Answer 7

to gain a competitive advantage